Consumer Behaviour - Sugar Free Sweeteners
INDEX OF CONTENTS
I. INTRODUCTION II. NEED FOR THE STUDY III. OBJECTIVES IV. OPERATIONAL DEFINITIONS V. SAMPLING DESIGN VI. QUESTIONNAIRE VII. ANALYSIS AND GRAPHS VIII. CONCLUSION
INTRODUCTION
With growing awareness of the link between diet and health and the increasing publicity being given to the problem of obesity, consumer concern over sugar levels in the diet is propelling a worldwide trend towards cutting down on sugar. The world is turning, instead, to artificial sweeteners and substitutes. The market for sugar substitutes is being fuelled globally by new-age beverages, dairy products, salad dressings and snack foods at one end and diabetic specific consumables at the other end.
India is the second largest producer of sugar and its largest consumer in the world – much of it being used in sweetmeats. But increasingly, the massive consumption of sugar-based products is being associated not only with diabetes – India has the dubious distinction of being called the diabetic capital of the world – but also with obesity and heart diseases.
Marketers see Sugar substitutes as a window of opportunity. While the country’s sugar confectionery market is estimated to be on the higher side f a whopping 2,200 Crore, the size of the sugar substitute category, as per ORG retail audit, is merely half a percent of this close to 110 Crore, limited largely to urban centres. However, the annual growing rate of sugar substitutes or artificial sweeteners is about 15-20% and this is likely to pick pace by every passing year. The sugar-free sweetener sachets, once visible only at high-end restaurant tables, have now penetrated into drawing rooms and office tables.
Among the sugar substitute products currently scattered in India, Zydus Calida’s umbrella brand Sugar Free owns 70% of the market share. Launched in 1988, Sugar Free was the first aspartame-based sugar substitute in
I. INTRODUCTION II. NEED FOR THE STUDY III. OBJECTIVES IV. OPERATIONAL DEFINITIONS V. SAMPLING DESIGN VI. QUESTIONNAIRE VII. ANALYSIS AND GRAPHS VIII. CONCLUSION
INTRODUCTION
With growing awareness of the link between diet and health and the increasing publicity being given to the problem of obesity, consumer concern over sugar levels in the diet is propelling a worldwide trend towards cutting down on sugar. The world is turning, instead, to artificial sweeteners and substitutes. The market for sugar substitutes is being fuelled globally by new-age beverages, dairy products, salad dressings and snack foods at one end and diabetic specific consumables at the other end.
India is the second largest producer of sugar and its largest consumer in the world – much of it being used in sweetmeats. But increasingly, the massive consumption of sugar-based products is being associated not only with diabetes – India has the dubious distinction of being called the diabetic capital of the world – but also with obesity and heart diseases.
Marketers see Sugar substitutes as a window of opportunity. While the country’s sugar confectionery market is estimated to be on the higher side f a whopping 2,200 Crore, the size of the sugar substitute category, as per ORG retail audit, is merely half a percent of this close to 110 Crore, limited largely to urban centres. However, the annual growing rate of sugar substitutes or artificial sweeteners is about 15-20% and this is likely to pick pace by every passing year. The sugar-free sweetener sachets, once visible only at high-end restaurant tables, have now penetrated into drawing rooms and office tables.
Among the sugar substitute products currently scattered in India, Zydus Calida’s umbrella brand Sugar Free owns 70% of the market share. Launched in 1988, Sugar Free was the first aspartame-based sugar substitute in